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E.J.  BREHAUT 
BOSTONIANA  COLLECTION 


Digitized  by  the  Internet  Archive 

in  2011  with  funding  from 

Boston  Library  Consortium  Member  Libraries 


http://www.archive.org/details/seventyfiveyearsOOdenn 


SEVENTY^FIVE 
YEARS 

1844  - 1919 


THE  TAG  MAKERS 

FRAMINGHAM,  MASS. 


IS 


3-20-7JM 


11(1/3 


I  ^)  //HIS  book  is  issued  to  com- 
J  memorate  the  seventy-fifth  an- 
\^_y  niversary  of  the  founding  of 
the  Dennison  Manufacturing  Co.,  and 
as  a  memorial  to  E.  W.  Dennison, 
the  founder  of  the  business,  the 
centenary  of  whose  birth  occurred 
November  23,  1919. 

Strictly  speaking,  it  is  not  a  history 
but  is  rather  a  collection  of  historical 
data  illustrated  with  old  and  new  pho- 
tographs and  drawings. 

It  is  hoped  that  this  book  may 
prove  interesting  to  Dennison  work- 
ers and  to  the  good  friends  of  the 
company  the  country  over. 


The  Founder  of  the  Business 


E.  W.  Dennison 


(     ~)         I  HE  business  life  of  E.  W.  Dennison 
^-^        I    from  1844,  when  he  went  with  his 
/"">    J     brother  Aaron  into  the  box  business, 
V-^       until  his  death  in  1886,  is  practically 
the  story  of  the  Dennison  Manufacturing 
Co.  for  the  same  period.     In  those  years  he 
gave  every  ounce  of  enthusiasm  in  him  and 
the  best   thoughts  of  an   unusually  active 
brain  toward  the  development  of  the  busi- 
ness  which    he    always    unselfishly   called 
"  Aaron's  baby." 

In  time  of  prosperity  as  well  as  in  times  of 
business  trials  —  and  there  were  more  of  the 
latter  than  of  the  former  at  the  start  of 
things  —  Mr.  Dennison  always  looked  out 
into  the  future  with  a  healthy  optimism  and 
kept  on  working. 

His  sterling  principles  of  business  morality 
laid  down  in  1844  have  continued  to  be  the 
Dennison  precepts  and  will  so  continue  as 
long  as  the  business  remains. 

Eliphalet  Whorf  Dennison  was  born  in 
Topsham,  Me.,  Nov.  23,  1819,  and  died  at 
Marblehead,  Mass.,  Sept.  22,  1886.  When 
the  company  was  incorporated  in  1878  as 
the  Dennison  Manufacturing  Co.  he  be- 
came its  first  president  and  held  that  office 
until  his  death. 


Col.  Andrew  Dennison's  Home,  Brunswick,  Me. 


The  Original  Dennison  Plant 

(  ^  M  HE  beginnings  of  our  company 
V_y  I  have  been  told  and  retold,  but  we 
/-^  II  must  make  one  more  record  of 
\_^x  them  for  this  anniversary  book.  In 
1844  Aaron  Dennison,  who  was  then  in  the 
jewelry  business  in  Boston,  decided  that  he 
could  make  paper  boxes  better  than  the 
imported  product.  He  journeyed  to  New 
York,  bought  a  supply  of  box  board  and 
cover  paper,  and  took  them  to  the  old 
Dennison  homestead  in  Brunswick,  Me., 
where  his  father,  Col.  Andrew  Dennison, 
lived.  There  Col.  Andrew  seated  on  his 
cobbler's  bench  cut  out  the  first  boxes 
made  in  America,  and  they  were  put  to- 
gether and  covered  by  the  deft  hands  of 
his  daughters.  The  first  workshop  was  in 
the  upper  room  of  the  extension  between 
the  main  house  and  the  barn.  Some 
Dennison  boxes  are  still  being  made  in 
that  little  room  by  descendants  of  those 
who  began  to  work  there  seventy -five  years 
ago. 


On  This  Bench  the  First  Boxes  Were  Made 


10 


The  Cobbler's  Bench 


\JLr~>o\ 


N  the  main  entrance  of  the  Dennison 
office  building  in  Framingham  is  the 
/^      II        old  cobbler's  bench  of  Col.  Andrew 
\_^r  Dennison.     Looking  at  it  one  is  re- 

minded of  the  tablet  to  Sir  Christopher 
Wren,  the  architect,  which  is  in  St.  Paul's 
Cathedral  in  London.  The  tablet  says,  "  If 
you  seek  my  monument,  look  about  you." 
So,  too,  if  the  work-worn  cobbler's  bench 
could  speak  it  would  say  to  those  who  look 
at  it,  "  If  you  seek  a  monument  to  the  in- 
dustry and  high  ideals  of  those  who  began 
this  business,  look  about  you  at  the  great 
pile  of  buildings  which  now  house  over 
2600  workers  and  from  which  Dennison 
goods  pour  out  daily  to  the  far  corners  of 
the  earth." 


The  Man  Who  Started  the  Box-making  Business 


12 


Aaron  L.  Dennison 


Sft>* 


ARON  L.  DENNISON  started 
the  box-making  business  and  was 
If  responsible  for  its  successful  be- 
s — -^  <3^,  ginning.  Then  he  turned  it  over 
to  his  younger  brother,  E.  W.  Dennison. 
Proudly  he  watched  the  younger  man  de- 
velop the  sales  and  manufacturing  divi- 
sions. He  saw  the  business  grow  out  of  the 
Dennison  homestead  at  Brunswick  and  seek 
new  quarters ;  he  saw  the  establishment 
of  stores  in  the  large  cities  and  the  taking 
on  of  salesmen;  he  saw  countless  other  items 
added  to  the  Dennison  line.  He  unselfishly 
yielded  to  his  younger  brother  the  credit 
for  making  the  success.  E.  W.  Dennison 
on  his  side  always  acknowledged  his  debt 
to  Aaron  for  having  begun  the  enterprise. 

After  retiring  from  the  box  business, 
Aaron  Dennison  devoted  himself  to  the 
successful  development  of  the  machine- 
made  watch.  He  was  called  the  father  of 
American  watchmaking.  The  later  years 
of  his  life  were  spent  in  England. 


Above  — The  Swift  Block,  Brunswick,  Me. 

Below  —  The  Poland  Block,  Brunswick,  Me. 

Inset  —  An  Old-time  Group 


14 


Old  Times  in  Brunswick 


N  the  old  days  when  they  were 
making  boxes  in  Brunswick  they 
didn't  have  any  time  clocks  and 
rules  and  regulations,  and  all  of  the 
'other  accessories  necessary  to  the  modern 
factory.  If  you  felt  like  a  piece  of  pie  about 
eleven  o'clock  in  the  forenoon,  why  you 
just  left  your  work  and  got  it  at  a  little 
bakery  across  the  street.  When  a  travel- 
ing photographer  came  along  and  wanted 
to  take  a  picture  of  the  "  hands,"  every- 
body would  quit  work  and  stand  around 
the  front  door.  That  accounts  for  the 
little  picture  in  the  "  inset "  on  the  oppo- 
site page,  which  was  taken  almost  fifty 
years  ago. 

The  lower  building  on  the  opposite  page 
is  the  Poland  block  in  Brunswick,  in  which 
E.  W.  Dennison  established  a  box  shop  on 
the  second  floor  when  his  business  outgrew 
the  old  Dennison  barn.  About  thirty  hands 
were  employed  there. 

The  upper  picture  shows  the  Swift  block, 
where  another  Dennison  box  shop  was 
later  operated  by  E.  W.  Dennison's  capable 
sister,  Mrs.  Mathilda  Swift. 


The  New  Dunlap  Block,  Brunswick,  Me. 
Inset  —  A  Traveling  Minstrel  Show  in  Front  of  the  Old  Dunlap  Block 


The  Dunlap  Block 


S  more  jewelers  came  to  young 
E.  W.  Dennison  to  get  their 
boxes,  new  quarters  had  to  be 
found  and  the  business  moved 
into  what  was  known  as  the  "  Dunlap 
block"  on  Brunswick's  main  street.  Here 
fifty  hands  were  employed  and  quite  a  num- 
ber of  men  and  women  still  with  the  concern 
in  Framingham  began  work  in  the  old  Dun- 
lap block.  The  building  was  burned  on 
Christmas  night,  1879,  and  was  a  total 
loss.  Then  the  block  shown  on  the  oppo- 
site page  was  erected  and  Dennison  boxes 
were  made  there  until  the  box  department 
was  moved  to  the  Roxbury  factory  in  1894. 
The  "  inset "  shews  a  traveling  minstrel 
show  in  front  of  the  "  old  Dunlap  block." 
It  was  a  big  night  in  Brunswick  when  the 
"  Georgia  Minstrels  "  showed  there. 


17 


A  Model  of  the  First  Box  Machine 


The  First  Box  Machine 


ARON  DENNISON  and  his 
father  had  turned  out  the  first 
boxes  by  hand,  and  the  instant 
popularity  of  the  new  product 
brought  in  orders  which  taxed  the  little 
homestead  workshop.  Father  and  son  real- 
ized that  it  was  production  and  not  orders 
which  would  be  likely  to  worry  them,  so 
they  put  their  heads  together  and  worked 
out  the  first  rough  box  machine.  The 
wooden  model  of  the  first  machine  is 
shown  on  the  opposite  page,  and  on  top  of 
the  model  is  a  paper  box  made  in  1844.  The 
machine  is  still  the  standard  machine  of  its 
kind  in  all  box  factories.  Over  a  score  of 
them  are  in.  use  to-day  in  the  box  division 
of  the  Dennison  Manufacturing  Co.  at 
Framingham. 


19 


E.  W.  Dennison's  Boston  Store  at  163  Milk  Str 


20 


Branching  Out  in  Boston 


Y  1856  Mr.  Dennison  had  a  sales- 
room and  a  small-sized  factory 
on  the  second  floor  of  163  Milk 
Street,  Boston.  This  was  the 
successor  to  two  previous  salesrooms  in 
Boston,  the  first  opened  at  203  Washington 
Street  in  1850,  six  years  after  the  business 
started,  and  a  subsequent  one  at  151  Wash- 
ington Street.  As  can  be  seen  from  the 
sign  over  his  warerooms,  he  was  now  a 
"  tag  manufacturer  "  in  addition  to  being  a 
"box  maker."  So  out  of  the  old  Boston 
sign,  "  E.  W.  Dennison,  Tag  Manufacturer," 
has  come  the  well-known  "  Dennison  Manu- 
facturing Co.,  The  Tag  Makers." 

In  the  days  when  Mr.  Dennison  was  in 
the  Milk  Street  salesrooms  he  was  making 
small  jewelry  tags  from  parchment,  string- 
ing them  with  silk  strings.  In  addition  he 
was  manufacturing  small  cards  of  white 
cardboard  on  which  the  jewelers  displayed 
brooches,  stick  pins,  cuff  buttons  and  the 
like.  He  also  sold  twine  and  cotton  to 
the  jewelers.  This  period  marks  the  begin- 
ning of  the  "  stepping-out "  process,  which 
has  always  been  a  Dennison  attribute  and 
to  which  is  due  the  large  Dennison  line 
of  to-day.  It  was  this  desire  to  add  to  his 
line  of  wares  which  led  Mr.  Dennison  to  the 
development  of  his  best-known  and  most 
useful  invention,  —  the  shipping  tag. 


21 


Mr.  Dennison's  First  Partner 


22 


Albert  Metcalf 


HEN  E.  W.  Dennison  opened 
his  first  Boston  salesroom  at  203 
Washington  Street  he  shared  it 
with  H.  M.  Richards,  an  Attle- 
boro  jeweler.  Working  for  Mr.  Richards 
was  a  young  man  named  Albert  Metcalf, 
who  was  a  few  years  Mr.  Dennison's  junior. 
Young  Metcalf  was  interested  in  the  grow- 
ing Dennison  line  and  often  helped  Mr. 
Dennison  by  selling  boxes  to  callers  and 
entering  the  sales  on  the  "  Scratch  Book." 
The  acquaintance  between  the  two  young 
men  became  a  warm  friendship,  and  soon  a 
partnership  was  formed  which  only  death 
dissolved. 

Mr.  Metcalf  was  active  in  the  affairs  of 
the  business  up  to  the  time  of  his  death 
January  2,  1912.  He  was  Mr.  Dennison's  first 
partner  in  1855  in  Dennison  &.  Co.  ;  was 
elected  treasurer  of  the  Dennison  Manu- 
facturing Co.,  incorporated  in  1878,  and 
was  one  of  the  incorporators  of  the  new 
Dennison  Manufacturing  Co.  —  the  indus- 
trial partnership  —  in  191 1. 

No  other  man,  with  the  exception  of 
Mr.  E.  W.  Dennison,  has  been  so  closely 
associated  with  the  company.  It  was  Albert 
Metcalf's  clear  thinking  and  command  of 
detail,  coupled  with  Mr.  Dennison's  genius 
and  unbounded  optimism,  which  brought 
the  early  success. 


23 


Above—  The  Boston  Store  When  It  Was  at  Milk  and  Hawley  Streets 
Below  —  The  Present  Boston  Store,  26  Franklin  Street 


24 


More  Boston  Memories 


TO 


NE  morning  in  the  early  seventies 
when  the  Dennison  store  in  Bos- 
'  ton  was  at  the  corner  of  Milk 
V_^/  and  Hawley  streets  the  truckman 
who  carted  the  goods  in  from  the  Roxbury 
factory  reported  that  all  of  his  horses  were 
sick.  An  epidemic  had  seized  thousands  of 
horses  in  the  city  and  none  could  be  had 
elsewhere.  Finally  H.  B.  Dennison  (son  of 
the  founder)  asked  for  men  to  volunteer  to 
pull  a  truck  to  Roxbury  and  back.  Twenty- 
five  husky  young  fellows  volunteered  and 
pulled  a  truckload  of  tags,  labels  and  boxes 
from  the  factory.  In  the  old  days  they  had 
the  same  get-together  spirit  that  is  so  notice- 
able in  the  business  to-day. 

From  Milk  Street  the  Boston  store  was 
moved  in  1875  to  the  corner  of  Milk  and 
Hawley  streets.  Then  thirty-five  years  ago 
the  present  premises  at  26  Franklin  Street 
were  taken. 


25 


Above  —  The  Original  New  York  Office  Was  a  Room  on  the  Second 
Floor  of  the  Building  at  17  Maiden  Lane 

Below  —  The  Present  Dennison  Store  at  Fifth  Avenue  and  26th  Street 


26 


Dennison  in  New  York 


HEN  with  the  growth  of  the 
business  Mr.  Dennison  decided 
that  there  should  be  a  headquar- 
ters in  New  York,  it  was  natural 
that  he  should  look  for  a  location  in  the 
jewelry  district  of  Maiden  Lane.  It  was  in 
1855  that  he  opened  a  small  office  on  the 
second  floor  of  No.  17  Maiden  Lane  and 
put  in  charge  of  it  Mr.  Henry  Hawkes,  who 
soon  afterward  became  a  partner  in  the 
concern.  Later  the  New  York  store  was 
moved  to  198  Broadway,  and  this  was  the 
Dennison  site  until  fire  destroyed  the  build- 
ing in  1901.  Then  the  company  built  a 
store  at  15  John  Street  and  in  1908  opened 
an  uptown  branch  at  15  West  27th  Street. 
In  1912  the  present  New  York  headquar- 
ters at  220  Fifth  Avenue  were  established 
and  in  1915  the  John  Street  store  was 
closed. 


27 


This  Machine  Turned  Out  the  First  Jewelers'  Tags 


28 


The  First  Tags 


W.  DENNISON  started  out  to  sell 
jewelers'  boxes,  but  his  active  mind 
did  not  permit  him  to  stop  there. 
He  saw  that  the  jewelry  trade  was 
in  need  of  better  tags  to  mark  the  rings, 
bracelets,  etc.,  in  their  stores,  and  in  1854 
he  began  to  import  jewelers'  tags.  They 
were  an  inferior  product,  however,  and  Mr. 
Dennison  soon  decided  to  make  his  own 
tags.  Thus  the  tag  business  started  in  the 
little  Washington  Street  store,  and  the  tag 
machine  shown  on  the  opposite  page  was 
the  first  one  used  to  die  them  out. 

Previous  to  the  manufacture  of  tags  for 
the  jeweler  Mr.  Dennison  had  started  to 
make  the  small  cards  which  were  used  to 
hold  jewelry,  at  first  importing  the  stock 
for  them  and  later,  as  the  business  in- 
creased, buying  the  stock  from  the  mill  of 
E.  Lamson  Perkins  in  Roxbury.  These  two 
ventures  had  an  important  influence  on  the 
development  of  the  business. 

At  the  same  time  Mr.  Dennison  began 
the  manufacture  of  jewelers'  cotton  and 
other  findings. 


29 


Old  Marking  Tags  and  New  Ones 


30 


The  Evolution  of  the  Tag 


P  to  about  1854  all  of  the 
Dennison  business  was  with 
the  jeweler,  but  the  manufac- 
ture  of  jewelers'  tags  in  that 
year  furnished  the  means  for  a 
broadening  out  of  the  Dennison  enterprise. 
The  use  of  tags  was  not  confined  to  jewel- 
ers. Woolen  mills  used  tags  ;  so  did  the 
retail  merchants.  Naturally  the  tags  needed 
for  the  new  uses  were  made  larger  and  were 
of  stouter  stock.  When  they  were  first  in- 
troduced they  were  not  particularly  popu- 
lar, but  because  they  were  of  good  quality 
and  were  neatly  cut  and  strung,  it  was  not 
long  before  the  better  merchants  began  to 
buy  them.  Out  of  the  few  shapes  and 
sizes  of  "merchandise  tags"  has  grown  an 
immense  line  of  divers  shapes  and  colors 
used  to  mark  goods  in  the  marts  of  all  the 
world. 


31 


Shipping  Tags  of  1863  and  Those  of  To-day 


32 


"Direction  Labels" 


N  the  old  days  before  the  Civil 
War  shipping  tags  were  called  "di- 
rection labels."  They  came  from 
England  and  were  made  of  linen 
with  folded  ends.  Only  the  more  progres- 
sive shippers  used  them,  however.  Most 
merchants  made  their  own  "  direction 
labels  "  out  of  left-over  cardboard.  It  was 
a  job  for  the  shop  boys  on  rainy  days  to 
clip  them  out.  Naturally  the  home-made 
tags,  and  the  imported  ones,  too,  for  that 
matter,  did  not  "  hold "  very  well.  The 
result  very  often  was  a  lost  package. 

Mr.  Dennison  saw  the  possibilities  of  a 
great  business  in  shipping  tags  which  would 
actually  stay  on  the  goods.  His  inventive 
mind  was  alert  and  in  1863  he  patented 
the  idea  of  reinforcing  the  hole  in  the  tag 
with  a  paper  washer  on  each  side.  The 
shipping  tag  of  1863  is  practically  the  ship- 
ping tag  of  to-day.  It  has  stood  the  test 
of  fifty-six  years.  Millions  are  made  and 
used  daily. 


33 


Above  —  One  of  the  Original  Tag  Machines.     It  Is  Still  Running 
Below  —  A  New  Tag  Machine  with  All  of  the  Latest  Improvements 


34 


More  About  Tags 


S  soon  as  manufacturers  and 
merchants  began  to  realize  the 
value  of  the  patented  Dennison 
shipping  tag,  the  orders  poured 
in.  Mr.  Dennison  set  to  work  upon  a 
tag  machine,  and  with  the  assistance  of 
Charles  Sawyer,  of  the  Perkins  factory,  and 
Charles  Moore,  of  Moore  &  Wyman,  ma- 
chine builders,  the  first  machine  was  made. 
The  idea  upon  which  the  machine  was 
constructed  was  so  fundamentally  sound 
that  the  tag  machines  of  to-day  are  based 
upon  the  same  principle. 

The  sales  of  tags  for  the  first  year  were 
about  ten  million.  Now  more  than  five 
times  that  number  are  sold  in  a  week. 

At  first  the  tag  was  used  exclusively  for 
shipping,  but  as  the  years  went  on  more 
and  more  uses  were  discovered  for  them. 
To-day  there  are  just  as  many  "  inside " 
tags  used  in  stores  and  factory  systems  as 
are  used  to  ship  goods.  They  are  made 
in  all  sizes  and  in  many  colors,  and  are 
couponed  and  numbered  to  suit  any  re- 
quirement. 


35 


A  Good  View  of  the  Dennison  Plant  at  Roxbury 


36 


The  Roxbury  Factory 


67^. 


HE  growth  of  the  merchandise  tag 
and  shipping  tag  business  made  it 
II      necessary  to  have  more  space  for 
\_^s         manufacturing.   There  was  no  room 
in  the  Boston  factory  on  Milk  Street  for  the 
shipping  tag  machines,  so  they  were  set  up 
in  the  Perkins  factory  at  Roxbury.    As  busi- 
ness grew,  more  and  more  of  this  factory 
was  taken,  until  in  1878  the  entire  Roxbury 
plant  was  purchased  and  all  of  the  jewelers' 
cards,  merchandise  tags  and  shipping  tags 
were   made  there.     The    box   business   re- 
mained in  Brunswick  until  1894,  when  it, 
too,  was  moved  to  Roxbury.     This  was  the 
beginning  of  the  campaign  for  centralization. 
It  was  at  the  time  of  the  Roxbury  plant 
purchase  that  the  business  was  incorporated 
under  the  name  Dennison  Manufacturing 
Co.,  with  E.  W.  Dennison  as  president  and 
Albert  Metcalf  as  treasurer. 


37 


38 


Henry  R  Dennison 


ENRY  B.  DENNISON,  who  suc- 
ceeded his  father  as  president, 
was  an  organizer  and  a  believer 
in  system.  His  first  work  for  the 
company  was  to  open  the  Chicago  branch, 
and  after  putting  that  in  good  running 
order  he  returned  to  Boston  in  1869  to 
become  superintendent  of  factories.  He 
was  elected  president  in  1886  and  resigned 
on  account  of  ill  health  in  1892.  He  died 
Mar.  17,  1912. 


Henry  K.  Dyer 


HEN  Mr.  Hawkes  opened  the 
New  York  branch  he  hired  an 
office  boy  named  Dyer.  This  boy 
was  taken  sick  and  sent  in  his 
younger  brother  Henry  to  do  his  work. 
The  older  boy  never  recovered  from  his 
illness  and  the  brother  Henry  remained 
with  Dennison.  He  grew  to  be  a  man  of 
resource  and  determination  and  a  limit- 
less capacity  for  work.  He  became  succes- 
sively clerk,  bookkeeper,  traveler,  salesman, 
manager  of  the  New  York  store,  direc- 
tor, treasurer,  vice-president  and  president. 
He  retired  in  1906.  His  death  occurred 
Oct.  19,  1911. 


39 


Old  and  New  Gummed  Labels 


40 


The  Gummed  Label  Business 


(     '-n         I   HE    next    large    addition    to    the 

^— ^       //    Dennison  line  of  manufactures  was 

p     J     made  in  1865,  when  several  styles 

V '        of  gummed  labels  were  offered  to 

the  stationers  of  the  country.  In  the  pro- 
duction of  these  labels,  as  in  every  other 
instance,  the  Dennison  standard  of  quality 
was  maintained.  W.  D.  Stratton,  a  Dennison 
man  and  an  artist  of  ability,  originated  the 
red  bordered  label  which  has  become  so 
popular,  and  for  a  time  the  labels  were  called 
Stratton's  Gummed  Labels.  After  a  few 
years  Mr.  Dennison  purchased  Mr.  Strat- 
ton's rights,  and  the  labels  were  henceforth 
called  Dennison  Gummed  Labels.  Inas- 
much as  the  main  function  of  a  gummed 
label  is  to  stick,  Mr.  Dennison  insisted  that 
the  gumming  be  the  best,  and  it  is  due 
particularly  to  this  quality  that  Dennison 
gummed  labels  and  the  various  other  arti- 
cles now  in  the  adhesives  line  have  found 
favor  with  dealers  and  consumers  alike. 

At  first  most  of  the  labels  which  were 
made  were  of  the  familiar  red  bordered 
variety,  but  soon  the  special  demands  of 
manufacturers  and  merchants  led  to  the 
making  of  labels  printed  in  various  ways  for 
shipping,  marking,  etc.  As  the  advertising 
value  of  gummed  labels  began  to  be  appre- 
ciated the  designs  became  more  elaborate. 


ZZ9T  gajfrv 


Above  — The  Dennison  Store  Occupied  the  First  Floor  at  630  Chestnut  Street,  Philadelphi 
Prior  to  1898 

Below  — The  Present  Philadelphia  Store  at  1007  Chestnut  Street 


42 


The  Third  Dennison  Store 


XjL^s] 


N  1862  increasing  business  in  Penn- 
sylvania and  nearby  states  caused 
Mr.  Dennison  to  open  a  Philadel- 
\J_^/  phia  branch.     The  first  salesroom 

was  at  33  South  Third  Street  in  a  remod- 
eled dwelling,  and  later  more  commodious 
quarters  were  taken  at  630  Chestnut  Street. 
In  1898  the  present  store  at  1007  Chestnut 
Street  was  occupied. 


43 


Above  —  A  Facsimile  of  the  First  Roll  of  "  Crepe  Tissue  Paper  " 

Below  —  Some   Folds  of  "Dennison   Crepe,"  the    Present-day 
Product 


44 


The  Coming  of  Crepe  Paper 


REPE  paper  seems  to  be  en- 
tirely foreign  to  jewelry  boxes 
and  findings,  yet  its  manufacture 
by  Dennison  is  directly  traceable 
to  our  business  with  retail  jewelers.  In 
1871  we  began  to  import  from  an  English 
paper  mill  a  tissue  paper  which  would  not 
tarnish  jewelry  and  silverware.  This  same 
mill  made  colored  tissue  paper,  and  this  we 
also  imported,  selling  it  to  those  who  wished 
to  make  tissue  paper  novelties.  In  the  late 
eighties  some  one  discovered  that  when  tis- 
sue paper  was  "  crinkled  "  it  could  be  used 
for  lambrequins,  lamp  shades  and  the  like, 
with  much  more  artistic  effect.  This  led  to 
experiments  in  making  crinkled  or  crepe 
paper  by  machine,  and  while  the  first  crepe 
paper  came  from  England  about  1892,  it  was 
not  long  before  the  Dennison  Manufacturing 
Co.  was  making  its  own  crepe  paper  —  the 
first  that  was  produced  in  this  country. 
In  1914  the  beautiful  "Dennison  Crepe" 
was  produced. 

Each  year  new  uses  for  crepe  paper  have 
been  discovered.  The  cumbrous  machines 
of  a  quarter  of  a  century  ago,  with  their 
annual  production  of  a  few  thousand  folds, 
have  been  discarded,  and  with  our  modern 
machinery  it  is  possible  to  turn  out  millions 
of  ten-foot  folds  yearly. 


45 


A  View  of  Our  Philadelphia  Art  Department 


46 


Our  Art  Departments 


€i 


N   the   early  nineties,  when   crepe 
'paper    was    first    introduced,    four 
/^)      I        young   ladies   in  Buffalo,  who   are 
\^_^s  known  in  Dennison  annals  as  the 

"  Heath  Sisters,"  realized  its  possibilities 
and  began  to  make  all  manner  of  beauti- 
ful things  with  it.  The  result  was  that  the 
sisters  were  invited  to  visit  our  various  stores 
and  hold  demonstrations  in  the  new  art. 
They  arrived  in  Boston  and  fitted  up  a  sec- 
tion of  the  Franklin  Street  store  with  their 
display,  whereupon  the  public  was  invited 
to  come  and  inspect.  People  came  on  foot 
and  in  carriages  and  immediately  the  new 
material  became  popular.  New  York,  Chi- 
cago, Philadelphia  and  St.  Louis  were  also 
taken  by  storm. 

The  success  of  the  demonstrations  led  us 
to  establish  permanent  Art  Departments  in 
our  stores,  with  the  sole  purpose  of  educating 
the  public  and  our  Dennison  dealers  in  the 
use  of  our  products.  These  Art  Depart- 
ments are  always  turning  out  something 
new  with  crepe  paper,  picture  binding,  seal- 
ing wax  or  some  other  Dennison  item.  Vis- 
itors often  say,  "  Well,  what  in  the  world 
will  you  folks  make  next  ?  "  and  it  is  this  so 
often  heard  remark  which  has  given  us  our 
advertising  slogan,  "What  Next  ?  " 


47 


Above  — The  Chicago  Store  when  It  Was  at  155  Dearborn  Street 
Below  — Dennison's  Present  Chicago  Headquarters  at  62  East  Randolph  Street 


48 


A  Dennison  Store  in  the  West 


\JLn  se 


N  1868  Henry  B.  Dennison  was 
sent  to  Chicago  to  open  a  store 
for  the  convenience  of  our  Western 
customers.  The  amount  of  busi- 
ness procured  from  the  start  marked  the 
venture  a  success.  In  1871  the  Chicago  fire 
burned  out  the  Dennison  establishment,  but 
new  quarters  were  quickly  secured  and  the 
work  of  opening  up  the  Western  territory 
proceeded  rapidly.  Like  the  other  stores, 
the  Chicago  store  became  the  center  of  a 
sales  district,  and  from  it  Dennison  sales- 
men covered  the  Middle  West. 

The  present  Dennison  store  in  Chicago 
is  at  62  East  Randolph  Street. 


49 


50 


J.  F.  Talbot 


N  1870  there  was  in  Dennison's  Boston 
'factory  a  boy  who  could  cut  more  tags 
on  the  old  hand  power  machines  than 
any  other  workman. 
His  name  was  J.  F.  Talbot,  and  because  of  his 
energy  and  industry  he  was  selected  to  accom- 
pany Charles  E.  Benson  when  the  latter  took 
charge  of  the  Chicago  store.  Mr.  Talbot  grew 
with  the  business  and  eventually  becamemanag  er 
of  the  St.  Louis  branch,  returning  to  Chicago  to 
manage  the  store  in  that  city  on  Mr.  Benson's 
death  in  1886.  He  was  elected  fourth  president 
of  the  company  in  1906  and  resigned  in  1909. 


Charles  S.  Dennison 


(  ~  /HE  fifth  president  of  the  company  was 
V_y  I  Charles  S.  Dennison,  the  younger  son  of 
s-^  II  the  founder.  He  entered  the  machine 
\_^S  shop  in  Roxbury  in  1878  and  was  trans- 
ferred to  the  New  York  store  in  1880.  When 
the  London  branch  was  opened  in  1884  he  was 
given  charge.  Recalled  from  England  in  1887 
he  was  made  purchasing  agent.  In  1892  he 
was  elected  a  director  and  became  successively, 
vice-president  and  treasurer.  He  was  elected 
president  in  1909,  and  held  that  office  for  three 
years  until  his  death,  Aug.  22,  1912. 


51 


The  Original  Christmas  Tags  and  Seals  and  a  Few  of  the  Present  Christmas  Designs 


52 


Holiday  Goods 


0, 


F  crepe  paper  is  a  child  of  the  jew- 
elry division    of  our   business,  we 
might  call  our  holiday  line  a  grand- 
V_>^  child.     After   the   introduction    of 

crepe  paper  our  business  around  the  Christ- 
mas holidays  began  to  increase  because  so 
many  people  wanted  the  paper  for  wrap- 
ping packages.  Folks  also  liked  to  use  our 
well-made  white  boxes  for  gifts,  and  many 
a  Christmas  gift  of  jewelry  found  its  setting 
in  a  Dennison  case  of  leather  or  velvet. 
Then  in  the  early  years  of  this  century 
some  one  said,  "Why  not  make  some 
Christmas  tags  and  seals  for  packages  ? " 
and  we  did.  The  first  year  we  had  two 
crude  shipping  tags  printed  with  holly  and 
a  picture  of  Santa  Claus.  Our  dealers  said 
they  were  poor  and  wouldn't  sell.  The 
next  year  we  improved  the  designs  and 
added  a  Christmas  seal  or  "  sticker."  That 
year  the  demand  was  so  great  we  could  not 
supply  it.  Each  successive  year  the  line  has 
grown  until  now  it  numbers  over  a  hundred 
items.  Since  the  introduction  of  the  Christ- 
mas line  similar  lines  have  been  introduced 
for  Hallowe'en,  the  patriotic  holidays,  St. 
Valentine's  Day,  St.  Patrick's  Day  and 
Easter. 


53 


The  Framingham  Plant  when  We  Moved  in  —  1897 


54 


On  to  Framingham 


UST  as  in  1878  our  business  had 
increased  to  such  an  extent  that  we 
were  forced  to  buy  the  Roxbury 
factory,  so  in  the  nineties  it  began 
to  be  cramped  in  its  Roxbury  quarters. 
There  was  also  a  Dennison  branch  factory 
in  Brooklyn,  making  sealing  wax  and  crepe 
paper,  and  a  box  factory  in  Brunswick,  Me. 
It  was  the  desire  of  the  directors  to  central- 
ize all  these  manufactures,  so  larger  quar- 
ters were  necessary.  The  plant  of  the  Para 
Rubber  Company  in  Framingham  (then 
South  Framingham)  was  in  the  market,  and 
we  bought  it.  To  Framingham,  then,  in 
1897  and  1898,  were  brought  the  box  mak- 
ers and  tag  makers  from  Roxbury,  and 
later  the  wax  and  crepe  paper  departments 
from  Brooklyn.  Located  in  its  new  home, 
the  Dennison  business  again  began  to  grow, 
and  every  few  years  since  it  has  been  neces- 
sary to  erect  a  new  building  to  take  care  of 
this  steady  expansion.  At  the  present  time 
the  buildings  represent  a  floor  space  of 
715,000  square  feet,  or  over  I6Y2  acres. 


55 


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58 


Frank  E.  Ewing 


/[/f  N  1878  Frank  E.  Ewing  was  employed 
\jLr->  as  office  boy  in  the  Cincinnati  store  of 
^^^  jjT  Dennison  &.  Co.  He  traveled  in  Ohio 
and  the  central  states  for  a  time  and 
was  then  transferred  to  New  York  in  1886.  Mr. 
Ewing  gave  up  traveling  in  the  early  nineties  and 
specialized  in  selling  Dennison  goods  to  business 
consumers.  In  1898  he  was  given  charge  of  the 
entire  sales  organization  of  the  New  York  division. 
In  1909  he  was  elected  a  director  and  was  trans- 
ferred to  Framingham.  Mr.  Ewing  became 
vice-president  in  April,  1910,  and  was  elected 
president  of  the  company  in  October,  1912. 
He  relinquished  the  presidency  in  1917,  but 
remained  on  the  board  of  directors  until  his 
retirement  in  1918. 


Henry  S.  Dennison 


(     -^         /  HE  present  president  of  the  company, 
V__y         I    Henry  S.   Dennison,  is   a  grandson  of 
s-^     J     the   founder.     He    entered    our   employ 
V_lx        July    17,    1899,    at   Framingham.     After 
working  on  various  jobs  he  was  made  foreman 
of  the  wax  department  and  was  later  transferred 
to  the  factory  office.     He  was  appointed  works- 
manager  in  1906,  elected  a  director  in  1909  and 
treasurer    in    1912.     In    1917    he    was    elected 
president. 


5^ 


Some  of  the  First  Catalogues  and  Three  of  the  Latest  Dennison  Publications 


60 


Dennison  Catalogues 


|  /    HE    first    Dennison    catalogue    of 

V_y  //  which  a  copy  remains  was  printed 
/^  I  in  the  early  seventies.  It  was 
\^y  pocket  size  and  contained  but  24 
pages.  As  the  line  grew,  more  pretentious 
books  were  issued,  and  in  the  eighties  there 
were  published  quite  sizable  catalogues 
bound  in  boards  with  woodcuts  of  our 
stores  on  the  front  cover,  and  cuts  of  the 
various  factories  on  the  back  cover.  Turn- 
ing into  the  new  century  the  catalogues  ex- 
panded into  books  of  over  a  hundred  pages 
and  were  properly  illustrated  in  color. 

The  Dennison  catalogues,  like  the  goods 
which  they  illustrate,  enjoy  the  reputation 
in  their  field  of  being  the  best  published. 


An  "  Ad  "  in  1860  and  One  Which  Appeared  in  the  "  Ladies'  Home  Journal, 
December,  1919 


62 


Advertising  the  Name 
and  the  Goods 


(      -.         /     J/EOPLEbeg 
V_y  /  y  quality     of 


EOPLE  began  talking  about  the 

>f    Dennison     goods 

seventy-five  years  ago,  and  more 

people   have    talked   about    the 

same  thing  each  year,  so  that  now  it  is  just 

a   truthful  statement  to   say  that   millions 

of  people  know  our  name.     The  quality  of 

Dennison   goods    is    the    most   important 

factor  in  all  of  our  advertising  and  without 

it  there  would  be  no  advertising. 

When  Mr.  Dennison  invented  the  ship- 
ping tag  he  began  to  put  his  name  on  the 
patch  eyelet.  This  was  publicity  gratis, 
but  it  was  very  valuable.  Think  of  the 
billions  of  tags  imprinted  with  the  name 
Dennison  which  have  circulated  all  over 
the  globe  since  1863.  Nowadays  we  put 
the  Dennison  imprint  on  practically  all  of 
the  goods  that  are  made. 

Mr.  Dennison  believed  in  advertising  and 
in  the  early  days  his  advertisement  appeared 
in  trade  journals  and  on  the  backs  of  direc- 
tories. The  advertising  program  grew  with 
the  business,  and  now,  in  addition  to  many 
special  instruction  booklets  and  dealer  helps 
prepared  yearly,  a  successful  campaign  is 
being  carried  on  in  the  magazines  with  a 
view  of  introducing  more  Dennison  goods 
into  the  home. 


63 


Above  —  Our  Office  in  Buenos  Aires 
Below —  A  Corner  of  the  London  Salesroom 


64 


A  World  Market 


GT= 


HE  first  move  toward  developing  an 
export  business  was  made  in  1884 
^  J  when  Charles  S.  Dennison  went  to 
\J_^/  London  to  open  a  branch  there.  He 
entered  into  a  business  agreement  with  a 
firm  of  English  manufacturing  stationers, 
Messrs.  Cooper  and  Walkden,  and  the 
name  of  the  concern  became  Cooper, 
Dennison  &.  Walkden. 

In  1912  this  partnership  was  dissolved 
and  we  incorporated  an  English  company 
known  as  Dennison  Manufacturing  Co., 
Ltd.,  to  sell  our  goods  in  Great  Britain.  A 
continental  office  was  opened  at  the  same 
time  in  Germany,  but  the  beginning  of  the 
war  put  a  stop  to  our  activities  on  the  con- 
tinent. 

Dennison  travelers  began  to  go  to  Cuba 
and  Mexico  about  twenty  years  ago.  In 
1913  an  office  was  opened  in  Buenos  Aires 
to  take  care  of  the  South  American  trade, 
and  in  1917  our  office  was  opened  in  Rio 
de  Janeiro.  Since  the  signing  of  the  armi- 
stice, offices  have  been  opened  in  Mexico 
City  and  Copenhagen,  and  a  Dennison 
man  has  made  a  trip  to  Australia  and  the 
Philippines. 

A  world  market  for  Dennison  goods  is 
rapidly  being  established. 


65 


Above  —  A  View  in  the  Office  Building  at  Framingha: 

Below  —  The   Section    of  the    Factory   Where    Whi 
Crepe  Paper  Napkins  Are  Made 


66 


Figures  et  Cetera 


MAN  who  didn't  know  much 
about  the  national  game  went 
to  a  world  series  contest.  One 
of  the  teams  made  a  run  in  the 
first  inning,  and  after  that  there  was  no 
more  scoring.  As  the  man  left  the  ball 
park  a  boy  on  the  outside  called  out,  "  How 
many  runs  did  they  make  1 "  and  the  man 
who  didn't  understand  the  game  said  lan- 
guidly," Oh,  about  a  million."  This  story  is 
just  to  prepare  you  for  a  few  of  the  figures 
which  follow : 

The  Dennison  business  is  one  of  small 
units  and  the  average  order  is  comparatively 
small.  We  make  10,000  stock  items.  Each 
day  the  Dennison  workers  produce  over 
15,000,000  separate  pieces  of  merchandise. 
Over  100,000  customers  are  on  our  books. 
In  round  numbers  1,000  orders  flow  in  every 
day. 

Think  a  few  minutes  about  the  figures 
just  given  and  you  can  realize  the  scope  of 
the  Dennison  business.  Every  store,  fac- 
tory and  home  is  using  or  is  a  prospective 
user  of  Dennison  goods. 

Seventy-five  years  ago  we  had  one  sales- 
man and  we  turned  out  a  few  hundred 
gross  of  jeweler's  boxes  in  a  year. 

The  business  which  E.  W.  Dennison 
called  "Aaron's  baby"  has  surely  grown  to 
a  man's  estate. 


67 


Some  of  the  "  Old  Guard  ' 


68 


Twenty-five  Years  and  Over 


G{i; 


HE  greatest  feature  of  Dennison 
manufactured  products  is  quality, 
^-v  II  and  the  principal  attribute  of 
\^S  Dennison  men  and  women  is  loy- 
alty. One  Dennison  worker,  old  in  years 
but  young  in  spirit,  in  telling  how  she 
worked  for  us  first  in  Boston,  then  in  Rox- 
bury,  and  finally  in  Framingham,  said,  "I 
suppose  if  '  the  Dennison '  had  moved  to 
China,  I  would  have  gone  with  them." 

The  company  is  proud  of  the  service  rec- 
ords of  Dennison  workers.  In  March,  1919, 
out  of  2,600  in  round  numbers  103  had 
been  with  us  twenty -five  years  and  over ; 
556  between  ten  and  twenty-five  years ;  622 
between  five  and  ten  years,  and  738  be- 
tween one  and  five  years. 

On  the  page  opposite  is  a  group  who 
have  been  Dennison  workers  for  over  a 
quarter  of  a  century,  and  a  complete  list  of 
those  who  have  rounded  out  a  full  twenty- 
five  years  of  service  will  be  found  on  the 
following  pages. 


69 


Twenty-five  Years  and  Over 


(To  December  31,  1919) 


Fred  W.  Chandler 
Edward  A.  Chandler 
Patrick  J.  O'Connell 
Charles  E.  Hall 
Miss  Susie  F.  Morris 
Harry  A.  Chandler 
Mrs.  Abbie  P.  Farwell 
Miss  Julia  E.  Dunning 
Alfred  S.  Chase 
Lucius  Cummings 
Charles  C.  Mountfort 
William  F.  Brucker 
Charles  H.  Buxton 
Miss  Vesta  W.  Clark 
Mrs.  Geneva  M.  Fuller 
Michael  J.  King 
Miss  Josephine  Lunt 
Paul  Randall 
Frank  J.  Cilik 
James  R.  Cole 
Edward  W.  Fuller 
Gilbert  R.  Golding 
John  J.  Collins 
Horace  Lockwood 
Timothy  J.  Lynch 
Miss  Sarah  A.  Norton 
Joseph  L.  Green 
Herbert  E.  Sudlow 
Whittle  Poor 
Henry  H.  See 
Miss  Eva  M.  Adams 
James  R.  Armington 
J.  Charles  Carlton 
Charles  C.  Hurter 
Miss  Catherine  McLeod 
Arthur  T.  Reed 
George  F.  Shine 
Albert  G.  Hall 
*  George  G.  Lincoln 
James  E.  McDonald 
Peter  J.  Murray 
George  E.  Ramskill 
Mrs.  Rosa  A.  Shirley 
Frank  C.  Underhill 
Warner  Webb 
Albert  J.  Wright 
Edward  L.  Arbogast 
Augustus  H.  Cole 
Alexander  B.  Evans 
Robert  L.  Robinson 
Isaiah  M.  Taylor 
William  J.  McDonald 


Died  February  17,  1920 


Framingham 

Framingham 

Framingham 

Framingham 

Framingham 

Framingham 

Framingham 

Framingham 

Framingham 

Framingham 

Framingham 

Framingham 

Boston 

Framingham 

Worcester 

Framingham 

Brunswick 

Framingham 

Chicago 

Framingham 

Worcester 

Framingham 

Framingham 

Framingham 

Framingham 

Framingham 

Framingham 

New  York 

San  Francisco 

New  Orleans 

Framingham 

Framingham 

Framingham 

Framingham 

Framingham 

Boston 

Framingham 

Framingham 

Framingham 

Framingham 

Framingham 

Chicago 

Framingham 

Worcester 

Chicago 

Framingham 

Chicago 

Framingham 

Philadelphia 

Denver 

Framingham 

Framingham 

70 


Length  of 
Service 

52  years 

51 

47 

46 

46 

45 

45 

43 

40 

39 

39 

38 

38 

38 

38 

38 

38 

38 

37 

37 

37 

37 

36 

36 

36 

36 

35 

35 

34 

34 

33 

33 

33 

33 

33 

33 

33 

32 

32 

32 

32 

32 

32 

32 

32 

32 

31 

31 

31 

31 

31 

30 


Twenty-five  Years  and  Over 


(To  December  31,  1919) 


Thomas  McGrath 
Edward  C.  McKeeby 
Miss  Mary  E.  Nash 
Jonas  Otterson 
Thomas  G.  Portmore 
William  A.  Blackman 
Frank  W.  Doughty 
Harry  L.  Goodhue 
Albert  E.  Harding 
Fred  R.  Lincoln 
Reuben  C.  Little 
Henry  W.  Mattfield 
William  E.  Murphy 
Clarence  B.  Osgood 
John  P.  Wills 
Joseph  A.  Burchstead 
Edwin  H.  Dunwoody 
Arthur  W.  FitzGerald 
George  F.  Flynn 
Mrs.  Rose  Hallahan 
Edward  C.  Hausding 
Alwin  T.  Schroeder 
Albin  Stahle 
Herbert  K.  Taylor 
Philip  Conway 
William  O.  Husten 
*JohnJ.Kelly 
Irving  Lilly 

Miss  Jennie  C.  Rideout 
Otto  V.  Swanson 
Miss  M.  Gertrude  Costello 
Walter  D.  Francis 
Miss  Elizabeth  A.  Gormley 
Miss  Delia  G.  Harrison 
C.  Ellis  Holmes 
Miss  Caroline  L.  Ingram 
Miss  Lola  C.  Kittredge 
Miss  Grace  C.  McMann 
Thomas  R.  Sheehan 
Arthur  L.  Thomas 
Miss  Etta  W.  Anderson 
John  O.  Anderson 
Minot  H.  Beacham 
Charles  E.  Benson 
John  Deary 
Louis  Fucillo 
Harry  H.  Hall 
Robert  L.  McCall 
Mrs.  Elizabeth  McGiffin 
James  S.  McKeeby 
James  S.  Miner 


1  Died  January  15,   1920 


Framingham 

St.  Paul 

Chicago 

Framingham 

Framingham 

New  York 

Framingham 

Framingham 

Framingham 

Framingham 

Philadelphia 

Framingham 

Framingham 

St.  Louis 

Framingham 

Framingham 

Philadelphia 

Framingham 

Framingham 

Framingham 

Framingham 

Framingham 

Chicago 

Philadelphia 

Framingham 

New  York 

Framingham 

Chicago 

Framingham 

Framingham 

Framingham 

Framingham 

Framingham 

Worcester 

New  York 

Boston 

Framingham 

Boston 

Boston 

Framingham 

Framingham 

Framingham 

Albany 

Framingham 

Chicago 

Framingham 

Framingham 

Chicago 

Framingham 

Framingham 

New  York 


71 


Length  of 
Service 
30  years 
30 
30 
30 
30 
29 
29 
29 
29 
29 
29 
29 
29 
29 
29 
28 
28 
28 
28 
28 
28 
28 
28 
28 
27 
27 
27 
27 
27 
27 
26 
26 
26 
26 
26 
26 
26 
26 
26 
26 
25 
25 
25 
25 
25 
25 
25 
25 
25 
25 
25 


DATE  DUE 

iJUN 

?  1  2000 

CAYLORO 

PRINTED  IN  U».  A. 

BOSTON  COLLEGE 


3  9031    01773179  5 


TS 

1096 

♦D4 


DENNISON, 


Bapst  Library 

Boston  College 
Chestnut  Hill,  Mass.  02167 


